NDA Recreation
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Industry
Architecture
Disciplines
Branding | Web UX & UI |
Introduction
Originally a 2019 UX, and Website visualization project for a (subsidiary of a parent company) homes developer in Perth Western Australia; emphasizing eco-friendly materials.
Here in this updated NDA Re-creation Case Study presents:
Titling & Naming ~ research & proposal.
Branding Identity, additional moodboarding, Style Scape ideations.
Website Concept Design ~ In part 2- high fidelity visualization in Figma® for both the marketing funnel and as additional incentive for buy-in ~ hypothetical (client side) projects management dashboard
This First part of two focuses on the branding & naming component as obligatorily part of NDA Recreation in order to preserve anonymonity of the actual identity and name of the architect + builder firm.
Problem Statement
A newly established subsidiary of very large parent builder in Western Australia requested a new web design presence to upgrade over their one-page public landing page with drag and drop CMS (Squarespace®); advocating economics and climate conscious message on their choice of building materials, methodology and stewardship philosophy.
Originally an Adobe XD® project as it was factually conducted.
Solution
Name brainstorming led to "Fiore" as proposed title to convey relations between femininity and nature. To depict ethics, stewardship and responsibility ~ teals, yellow and greens were proposed as the branding palette.
Demographic Details
30-45 years old, gender-agnostic, professionals with at least one or more interest(s) held in ~ real estate, property investment, finances, environmentalism, and journalism.
Sample Persona
Mr Jake Sonnett
Business Owner, Enterpreneur ~ IT & Technologies industry
32 years
Perth, Western Australia
Ba. Computer Science + Journalism (double major)
Introvert
Extrovert
Analytical
Creative
Busy
Time Rich
Messy
Organized
Independent
Team Player
Safe
Risky
Background
Jake is a young 32 year-old business owner as softwares and application developer for select IT and Accountancy businesses. Predominantly serving as B2B model, with a small team of five he accrued several key long term contacts. Among networking events led him exposure interests coincidental to personal ethos ~ emerging market interests towards eco-friendly and economics-conscious homes & property builders & designers in Perth, Western Australia.
Described by his peers as conservative, and a devout enthusiast amidst themes of climate-conscience and sustainability ~ he consider himself as “The early adopter” when it comes to low carbon / low emissions implementation of home appliances and facilities. From solar systems, and electric cars, to name a few.
He frequents, on top of his industry subject matters of finance and software engineering ~ topics among home building, real estate, climate research. As well as the controversial(s) ~ bureaucracies and the like ~ prohibiting dialogues on sustainability to flourish amidst public policy making. He is no stranger to divisive conversations despite his openness to these interests.
Industry & Interests
Needs & Goals
Motivations
Pain Points & Frustrations
Overarching Context & "Biomimicry"
As overarching context, the firm pledges its faith surrounding the responsible synthesis between harnessing nature's qualities, and/or characteristics, with progressive technology for applied scientific and sociological concern.
Major keywords appealing to the above therefore were highlighted. "Future", "technology", "ethics-centric", "stewardship" and "responsibility". Before then eventually - "Biomimicry".
"Biomimicry" ~ is an scientific philosophy that studies the intra-relationship potentials of nature's visual characteristics and how they can be applied onto conventions of Engineering, Mathematics, and Medicine.
Shortlisted Name Ideas for the Firm - "Patern" and "Fiori"
WIth the above influence of BIomimicry in mind, then began a brief exploration on naming ideations both abstract and literal.
"Rhythm", and "Patterns" eventually stood out as most prominent choices. Before then experimenting with shortening various letters; led to "Patern", and "Fiori".
“Patern” was initially chosen to convey the direct / symbiotic relations between nature and engineering landmarks of our time. However "Fiore" (instead of Fior[i]) ~ was then proposed for the more elegant pronunciation. And also for its indirect connotations between "Flower", and "blossoming".
Early vision and mission statements here were also explored. Among them "Responsive responsibility.", "For nature, by nature", "Nature meet future" were the shortlisted potentials.
Moodboarding and Brand Style Scaping
The moodboarding process then follows. Firstly gathering subject matters between architecture, interior / exterior design aesthetics sociology then cues from environmentalism.
All these leads to the formation of the Brand Style Scape ~ the landscape of early suggestive, but not final ~ orchestration of the imaging and design artifacting.
The Brandmark - Drawings & Refinements
Beginning with sketches then obligate vector refinements, here showcases the synthesis of the visual cues of a leaf, together with the letter-form (F) to convey ethical stewardship.
As faithful ode to the theme Biomimicry ~ implementation of Golden Ratios were applied throughout the brandmark's proportions.
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About this Case Study
Unless otherwise explicitly specified - all artworks, including naming, titling, sample content-writing including this Case study, and the entire front-end development ~ have NOT been entirely resorted through Artificial Intelligence, or generative tools.
All hours expended on each NDA re-creation(s) were conducted out of limited, personal and voluntary capacity on top of / during full time tenure.